《BREW进阶与精通——3G移动增值业务的运营、定制与开发》连载之26---礼品卡支付

除了用户通过BREW中的移动商店购买应用之外，其他丰富的付费方式（实际上是指购买方式）无疑能够提高移动增值业务的市场穿透能力。在零售行业中，礼品卡或者购物券是非常普遍的促销方式（图6-8所示）。

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15% 的假日消费基于

礼品卡

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left:1800;top:3262;width:8306;height:5299' o:preferrelative="f"> <v:fill o:detectmouseclick="t" /> <v:path o:extrusionok="t" o:connecttype="none" /> <o:lock v:ext="edit" text="t" /> </v:shape><v:shape id="_x0000_s1058" type="#_x0000_t75" style='position:absolute; left:1876;top:3262;width:1959;height:1959' fillcolor="#bbe0e3"> <v:imagedata src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image001.wmz" mce_src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image001.wmz" o:title="" /> </v:shape><v:shape id="_x0000_s1059" type="#_x0000_t75" style='position:absolute; left:5917;top:3339;width:1952;height:1956' fillcolor="#bbe0e3"> <v:imagedata src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image002.wmz" mce_src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image002.wmz" o:title="" /> </v:shape><v:shape id="_x0000_s1060" type="#_x0000_t75" style='position:absolute; left:6908;top:3262;width:1144;height:994' fillcolor="#bbe0e3"> <v:imagedata src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image003.wmz" mce_src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image003.wmz" o:title="" /> </v:shape><v:shape id="_x0000_s1061" type="#_x0000_t202" style='position:absolute; left:1800;top:5134;width:2224;height:780;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1061" mce_style="mso-next-textbox:#_x0000_s1061" inset="1.51181mm,.75592mm,1.51181mm,.75592mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'>90% </span></b><b><span lang=ZH-CN style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family: 宋体;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black'>的零售商使用零售卡</span></b><b><span style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";mso-fareast-font-family: "MS PGothic";color:black" mce_style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";mso-fareast-font-family: "MS PGothic";color:black"><o:p></o:p></span></b></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1062" type="#_x0000_t202" style='position:absolute; left:6146;top:5375;width:2046;height:1007;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1062" mce_style="mso-next-textbox:#_x0000_s1062" inset="1.51181mm,.75592mm,1.51181mm,.75592mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'>45% </span></b><b><span lang=ZH-CN style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family: 宋体;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black'>的消费者使用过礼品卡</span></b><b><span style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";color:black" mce_style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";color:black"><o:p></o:p></span></b></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1063" type="#_x0000_t202" style='position:absolute; left:7823;top:4170;width:2283;height:964;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1063" mce_style="mso-next-textbox:#_x0000_s1063" inset="1.51181mm,.75592mm,1.51181mm,.75592mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'>61% </span></b><b><span lang=ZH-CN style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family: 宋体;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black'>的客户在使用礼品卡时还花了更多的钱购买了其他的商品</span></b><b><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'><o:p></o:p></span></b></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><v:shape id="_x0000_s1064" type="#_x0000_t75" style='position:absolute; left:1876;top:6007;width:1953;height:1957' fillcolor="#bbe0e3"> <v:imagedata src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image004.wmz" mce_src="file:///C:\DOCUME~1\hongweic\LOCALS~1\Temp\msohtmlclip1\01\clip_image004.wmz" o:title="" /> </v:shape><v:rect id="_x0000_s1065" style='position:absolute;left:4087;top:7722; width:5727;height:689;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1065" mce_style="mso-next-textbox:#_x0000_s1065" inset="1.51181mm,.75592mm,1.51181mm,.75592mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'>Sources:<span style='mso-spacerun:yes'>&nbsp; </span>First Data Direct Business Group (retail card vendor</span><span lang=ZH-CN style="font-size:8.5pt;mso-bidi-font-size: 14.0pt;font-family:宋体;mso-ascii-font-family:Arial;mso-hansi-font-family: Arial;mso-bidi-font-family:Arial;color:black" mce_style="font-size:8.5pt;mso-bidi-font-size: 14.0pt;font-family:宋体;mso-ascii-font-family:Arial;mso-hansi-font-family: Arial;mso-bidi-font-family:Arial;color:black">，</span><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; color:black'>2006</span><span style="font-size:8.5pt;mso-bidi-font-size: 14.0pt;font-family:"Arial","sans-serif";mso-fareast-font-family:"MS PGothic"; color:black" mce_style="font-size:8.5pt;mso-bidi-font-size: 14.0pt;font-family:"Arial","sans-serif";mso-fareast-font-family:"MS PGothic"; color:black">) <o:p></o:p></span></p> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'><span style='mso-spacerun:yes'>&nbsp;</span>web site (www2.retailgiftcards.com), <o:p></o:p></span></p> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'>Retain Business With Gift and Loyalty Cards (www. entrepreneur.com)<o:p></o:p></span></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:rect><v:shape id="_x0000_s1066" type="#_x0000_t202" style='position:absolute; left:5307;top:6464;width:3968;height:1340;v-text-anchor:top-baseline' filled="f" fillcolor="#bbe0e3" stroked="f"> <v:textbox style="mso-next-textbox:#_x0000_s1066" mce_style="mso-next-textbox:#_x0000_s1066" inset="1.51181mm,.75592mm,1.51181mm,.75592mm"> <![if !mso]> <table cellpadding=0 cellspacing=0 width="100%"> <tr> <td><![endif]> <div> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><u><span lang=ZH-CN style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family: 宋体;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black'>其他的相关信息</span></u></b><b><u><span style="font-size: 8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; color:black" mce_style="font-size: 8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; color:black"><o:p></o:p></span></u></b></p> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span lang=ZH-CN style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family: 宋体;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black'>节假日和生日</span></b><b><span style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";mso-fareast-font-family: "MS PGothic";color:black" mce_style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";mso-fareast-font-family: "MS PGothic";color:black"> &ndash; </span></b><b><span lang=ZH-CN style="font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:宋体; mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black" mce_style="font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:宋体; mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black">购买礼品卡的关键因素</span></b><b><span style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";color:black" mce_style="font-size:8.5pt; mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif";color:black"><o:p></o:p></span></b></p> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";color:black'>14 % </span></b><b><span lang=ZH-CN style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family: 宋体;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family: Arial;color:black'>的消费者没有用完礼品卡的面值</span></b><b><span style="font-size: 8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; color:black" mce_style="font-size: 8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; color:black"><o:p></o:p></span></b></p> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span style='font-size:8.5pt;mso-bidi-font-size:14.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";mso-bidi-font-family:"MS PGothic"; color:black'><o:p>&nbsp;</o:p></span></b></p> <p class=MsoNormal style="mso-layout-grid-align:none;text-autospace:none" mce_style="mso-layout-grid-align:none;text-autospace:none"><b><span style='font-size:7.0pt;mso-bidi-font-size:12.0pt;font-family:"Arial","sans-serif"; mso-fareast-font-family:"MS PGothic";mso-bidi-font-family:"MS PGothic"; color:black'><o:p>&nbsp;</o:p></span></b></p> </div> <![if !mso]></td> </tr> </table> <![endif]></v:textbox> </v:shape><w:wrap type="none" /> <w:anchorlock /> </v:group><![endif]--><!--[if gte mso 9]><xml> <o:OLEObject Type="Embed" ProgID="Unknown" ShapeID="_x0000_s1058" DrawAspect="Content" ObjectID="_1317990091"> </o:OLEObject> </xml><![endif]--><!--[if gte mso 9]><xml> <o:OLEObject Type="Embed" ProgID="Unknown" ShapeID="_x0000_s1059" DrawAspect="Content" ObjectID="_1317990092"> </o:OLEObject> </xml><![endif]--><!--[if gte mso 9]><xml> <o:OLEObject Type="Embed" ProgID="Unknown" ShapeID="_x0000_s1060" DrawAspect="Content" ObjectID="_1317990093"> </o:OLEObject> </xml><![endif]--><!--[if gte mso 9]><xml> <o:OLEObject Type="Embed" ProgID="Unknown" ShapeID="_x0000_s1064" DrawAspect="Content" ObjectID="_1317990094"> </o:OLEObject> </xml><![endif]--><!--[if mso & !supportInlineShapes & supportFields]><v:shape id="_x0000_i1025" type="#_x0000_t75" style='width:387pt;height:246.9pt'> <v:imagedata croptop="-65520f" cropbottom="65520f" /> </v:shape><span style="mso-element:field-end" mce_style="mso-element:field-end"></span><![endif]-->

<!--[if supportFields]><b style='mso-bidi-font-weight:normal'><span style="mso-bidi-font-size:10.5pt" mce_style="mso-bidi-font-size:10.5pt"><span style='mso-element:field-begin'></span><span style="mso-spacerun:yes" mce_style="mso-spacerun:yes">&nbsp;</span>TOC \h \z \c &quot;</span></b><b style="mso-bidi-font-weight:normal" mce_style="mso-bidi-font-weight:normal"><span lang=ZH-CN style='mso-bidi-font-size:10.5pt;font-family:黑体;mso-ascii-font-family: Arial'>图</span></b><b style="mso-bidi-font-weight:normal" mce_style="mso-bidi-font-weight:normal"><span style='mso-bidi-font-size:10.5pt'>&quot; <span style="mso-element:field-separator" mce_style="mso-element:field-separator"></span></span></b><![endif]-->图 6-7：一份关于礼品卡和购买券的市场调查 <!--[if supportFields]><b style='mso-bidi-font-weight:normal'><span style="font-size:10.5pt;mso-bidi-font-size: 12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family:宋体; mso-font-kerning:0pt" mce_style="font-size:10.5pt;mso-bidi-font-size: 12.0pt;font-family:"Times New Roman","serif";mso-fareast-font-family:宋体; mso-font-kerning:0pt"><span style="mso-element:field-end" mce_style="mso-element:field-end"></span></span></b><![endif]-->

在美国，礼品卡对消费者来说是非常方便的一种支付方式，尤其是在节假日的使用非常普遍。消费者可以通过POS机购买礼品卡。由于礼品卡是预付费的，用户不用担心在每月的手机账单中出现与应用或者内容相关的购买明细说明。

通过BREW分发系统的增强功能，将个人和企业的移动增值业务市场扩大到了用户手机之外的范围，用户能够以各种方式购买应用，包括从网站或使用卡来购买。BREW分发系统可以实现采用礼品卡或者其他折扣券的方式购买BREW应用及其相关内容，而且交易流程可以与原来的交易流程能够做到无缝集成，与原来的商务模式保持较好的一致。下面是美国运营商Alltel通过BREW 分组服务的示例（图6-8）。

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<!--[if supportFields]><b style='mso-bidi-font-weight:normal'><span style="mso-bidi-font-size:10.5pt" mce_style="mso-bidi-font-size:10.5pt"><span style='mso-element:field-begin'></span><span style="mso-spacerun:yes" mce_style="mso-spacerun:yes">&nbsp;</span>TOC \h \z \c &quot;</span></b><b style="mso-bidi-font-weight:normal" mce_style="mso-bidi-font-weight:normal"><span lang=ZH-CN style='mso-bidi-font-size:10.5pt;font-family:黑体;mso-ascii-font-family: Arial'>图</span></b><b style="mso-bidi-font-weight:normal" mce_style="mso-bidi-font-weight:normal"><span style='mso-bidi-font-size:10.5pt'>&quot; <span style="mso-element:field-separator" mce_style="mso-element:field-separator"></span></span></b><![endif]-->图 6-8：美国运营商Alltel通过BDS增强功能实现的零售方式 <!--[if supportFields]><b style="mso-bidi-font-weight:normal" mce_style="mso-bidi-font-weight:normal"><span style='font-size:10.5pt;mso-bidi-font-size:12.0pt;font-family:"Times New Roman","serif"; mso-fareast-font-family:宋体;mso-font-kerning:0pt'><span style="mso-element:field-end" mce_style="mso-element:field-end"></span></span></b><![endif]-->

用户从Alltel的零售商店购买到礼品卡，可以是某个手机平台上的应用或内容，也可以是多个手机平台上的一个应用或内容，例如Sony/BMG 音乐盒应用，或者流行的铃声，或者墙纸应用。这些应用已经在ADS的应用目录中存在了相关的定价，例如$9.99 可以使用 8 次Sony/BMG 音乐盒应用。这时就不需要检查手机的平台类型，也不需要自动安装的功能。终端用户可以通过Web 门户或者IVR的方式来激活礼品卡，使用BDS的web service 增强功能来实现应用的下载。这时对运营商而言，Alltel根本不用检查终端用户是否是预付费用户。

从2005年11月到2006年3月期间，在下载了Sony/BMG音乐盒服务的用户中，大约有1/3是采用礼品卡购买的，远高于该应用的平均增长率。大约有1/2 使用礼品卡来下载BREW应用的用户是新的BREW用户，其中大约有1/2新B的REW 用户还购买了至少一款其他的基于BREW的移动增值业务。